Biopharmaceutical company Almirall has launched an atopic dermatitis awareness campaign "Moving aheAD" in conjunction with World Atopic Eczema Day
Atopic eczema or atopic dermatitis (AD) presents a significant challenge for patients and their families, impacting their daily lives, health, and overall wellbeing.
In observance of World Atopic Eczema Day, Almirall, a global biopharmaceutical company focused on medical dermatology, has unveiled its atopic dermatitis awareness campaign "Moving aheAD".
The campaign's inaugural endeavour, the “Atopic Museum”, is a virtual space designed to foster a deeper understanding of AD by dispelling the myths and presenting facts about the condition through the lens of renowned paintings such as “Las Meninas” by Velázquez, Vermeer's “Girl with a Pearl Earring” or Leonardo da Vinci's “Mona Lisa” adapted by the artist Aireee.
Almirall is a global biopharmaceutical company focused on skin health.
Atopic dermatitis stands as one of the most pervasive skin disorders, necessitating a collective effort to shed light on its challenges
- Dr Volker Koscielny, Chief Medical Officer at Almirall
This innovative initiative debunks prevalent misconceptions surrounding AD, including its alleged contagious nature, its attribution to psychological factors, and the assumption that its impact is uniform for all sufferers.
Instead, the " Atopic Museum" seeks to illuminate the realities of AD's significant influence on wellbeing and social interactions.
AD, or atopic eczema, is a non-contagious chronic, inflammatory disease of the skin characterised by recurrent inflammation of the skin associated with intense pruritus or itching.
Beyond the evident physical manifestations such as dryness, itchiness, redness, and inflammation, this condition exerts profound emotional effects that can significantly disrupt the academic, social, and professional lives of those affected.
With an estimated prevalence of up to 4.4% among adults in the EU, the incidence of AD appears to have increased in recent decades, with approximately 20-30% of patients grappling with moderate-to-severe disease.
Understanding the daily struggles of those living with atopic dermatitis is extremely difficult as the complexities of this condition often remain hidden from view.
África Luca de Tena, Co-Founder of AADA (Spanish Association of people suffering from AD) and a patient with AD explains her experience: "We AD patients often feel trapped in our own skin, experiencing a sensation similar to the discomfort of a sunburn.”
Luca de Tena continued: “This feeling lasts for days, accompanied by countless cracks and sores caused by incessant scratching. Describing the itch is nearly impossible; at times, it feels like it's running through my bones, an intense and deep sensation that compels me to scratch almost compulsively. Living with this condition has shaped my understanding of the world.”
Dr Volker Koscielny, Chief Medical Officer at Almirall, said: “Atopic dermatitis stands as one of the most pervasive skin disorders, necessitating a collective effort to shed light on its challenges. The 'Moving AheAD' campaign is an ongoing commitment, and we are actively devising new initiatives and activities aimed at enhancing awareness among society, patients, and healthcare professionals, thereby advancing the wellbeing of those living with atopic dermatitis.”